JC Penney

JC Penny is an example of a social networking campaign that integrated MP3 and ringtone giveaways into the user experience, all within a Facebook game application.

Opportunity

JC Penney wanted to increase brand awareness during the Back-to-School timeframe and incentivize consumers to become JC Penney Facebook Fans.

Solution

JC Penney created a Facebook scavenger hunt game with rewards including both a ringtone and an MP3 download from a major record company.  Neurotic Media then provided the API tools (for online AND mobile delivery) in order to invoke prize delivery from within the game on Facebook.  Neurotic Media also provided reporting services to ensure the record company could track download activity properly.

Result

The campaign was a resounding success with thousands of consumers becoming Fans of the brand and playing the game, winning prizes and obtaining the ringtone or MP3 from within the game, all without having to leave JC Penney’s Facebook page.  Neurotic Media’s multi-channel delivery platform delivered the ringtone as a standard SMS delivery using our short code (31313), and delivered the MP3 online – both in real time upon the consumer winning the prize.  Neurotic Media then provided download reports to both the record company and the brand on a weekly basis and in the closing of the campaign.